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January 2, 2010 -- Rams kick returner Danny Amendola (left) is tackled by Seattle's Earl Thomas on a 16-yard kick return in third quarter action during a game between the St. Louis Rams and the Seattle Seahawks at Qwest Field in Seattle, Wa.
Chris Lee clee@post-dispatch.com

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Over three excruciating hours Sunday night in the Pacific
Northwest, the giddiness and anticipation of a potential division
title gave way to a cold reality check.

Instead of a playoff berth, the Rams got their fourth
consecutive losing season and a ticket home for the offseason. What
transpired at Qwest Field only underscored some of the issues that
still need to be addressed if the Rams are to become a consistent
playoff contender — or more.

What should be made of the team's 7-9 finish? The bottom line
shows a six-game improvement over 2009, substantial progress under
any circumstances, especially considering the Rams' 6-42 record
from 2007-09.

Then again, consider the fact that the Rams played the
second-softest schedule in the NFL. Their opponents' composite
record was 115-141, for a .449 winning percentage. Only Kansas City
(106-150, .414 percentage) played an easier schedule in the
league.

The Rams beat only one team with a winning record this season
(9-7 San Diego), and the combined record for their seven victims
was a mere 39-73 (.348).

Granted, the Rams routinely lost to such teams in '07, '08, and
'09, but the quality of the competition should temper any blind
enthusiasm that the team has arrived. In games against the three
playoff teams the Rams faced this season that had winning records —
Atlanta, New Orleans and Kansas City — the average score was
Opponents 31, Rams 14.

Now, look at the schedule that the Rams face next season:
Pittsburgh (12-4), Baltimore (12-4), New Orleans (11-5),
Philadelphia (10-6), Green Bay (10-6) and the New York Giants
(10-6). It seems likely that Dallas (6-10) could bounce back next
season with a healthy Tony Romo. (The Rams play at Jerry Jones'
billion-dollar playpen in 2011.)

It's possible the Rams could play better next season but finish
with a worse record. So even with the impressive strides made in
2010, there's danger in thinking the franchise has turned the
corner. The Rams may be approaching the corner; they haven't turned
it. There's a lot of work to be done if the Rams are to take the
next step.

"First it will be the addition of some new guys via free agency
or in the draft," running back Steven Jackson said Monday. "We'll
look for guys who will be able to make some plays. ... We could be
a very, very explosive team next year."

Similarly, safety Oshiomogho Atogwe added: "If we continue to
build on what we've already set as a foundation, add some more
players, grow individually, next year we could be sitting 15-1 at
this point in the season."

Their optimism aside, Jackson and Atogwe recognize the need to
add more talent for next season. These aren't two role players:
Jackson was the team's offensive captain and Atogwe was the
defensive captain. So their words carry some weight.

Sunday's feeble offensive output against a ragged Seattle
defense that was ranked 30th in the NFL entering the game was a
sobering reminder that quarterback Sam Bradford needs to be
surrounded with as much talent as possible. As a rookie Bradford
showed the potential of being a special player, someone you can
build a team around.

But if the Rams don't have wide receivers who can consistently
get open and have the speed to stretch the field, Bradford's
talents won't be maximized. Seattle dared the Rams to beat them
with their passing game. And similar to other games this season —
most notably Oakland and Kansas City — the Rams couldn't do it.

Strangely, the Rams basically fed into the Seahawks' strategy by
under-utilizing Jackson and the running game. Either receivers
couldn't get open, or there were pass protection issues, or there
were drops.

Now an optimistic assessment for 2011 might conclude that Donnie
Avery returns from knee surgery, stays healthy and has a breakout
year. Or that Mark Clayton is re-signed, returns from patellar
tendon surgery and stays healthy. Or that Danario Alexander avoids
a sixth knee operation, continues to develop and stays healthy.

That's a lot of "ifs."

Imagine how much more effective Danny Amendola would be in the
slot if the Rams had reliable threats on the outside. Amendola was
smothered in some games late in the season, as opposing defenses
became increasingly conscious of his underneath routes,
particularly on third down.

It will take more than a wide receiver upgrade to get the most
out of Bradford and get the offense where it needs to be. Once
again, finding a strong No. 2 running back behind Jackson should be
a priority. The Rams also need to drastically improve their
production in the red zone. A road grader at guard might help the
Rams be more productive running the football as they approach the
goal line.

The offense made significant strides this year, averaging 18.1
points a game, which was a touchdown a game better than 2009's 10.9
points a game. But to be a legitimate playoff team, the Rams need
to add another touchdown a game to that 2010 average so that the
team is averaging in the mid-20s each game.

And make no mistake, owner Stan Kroenke wants an annual
contender for postseason play.

"Every team wants that certainly, and we want that for Stan,"
coach Steve Spagnuolo said.

Now the work begins on making that happen in 2011.

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